Pengaruh Green Marketing, Storytelling Marketing, dan Green Perceived Value terhadap Keputusan Pembelian Produk From This Island

Abstract

The global beauty and personal care market is experiencing a significant shift toward sustainability. According to a report by Grand View Research, consumer demand for organic and eco-friendly skincare solutions is rising exponentially. Amidst this green beauty phenomenon, local brands are challenged to optimize their digital strategies to capture conscious consumers. This study aims to analyze the influence of green marketing, storytelling marketing, and green perceived value on consumer purchase decisions for the local skincare brand, From This Island. Using a quantitative approach, data were collected via online questionnaires from consumers who engaged with the brand’s social media promotions and e-commerce platforms. The data were subsequently analyzed using multiple linear regression. The results demonstrate that while green marketing and green perceived value exert a significant positive impact on purchase decisions, storytelling marketing does not significantly influence purchase actions within this model, yielding an adjusted coefficient of determination (R²) of 25.8%. In conclusion, these findings imply that beauty brands must prioritize delivering tangible environmental value and authentic green attributes over narrative-heavy digital content to convert consumer eco-awareness into actual purchasing behavior effectively.